6 key points to consider when creating a website brief
Briefs and their cousins Request for Proposals (RFP) and Request for Tenders(RFT) are very important documents which organisations often agonise over for many weeks! I have listed some key points which are often overlooked.
- Focus on your business objectives
First and foremost the most common mistake I see in briefs is for clients to devote a measly few vague bullet points to describe the business objects. This is often further compounded when the rest of the brief is devoted to describing every website feature under the sun from forums, wiki’s, live chat right through to user customisable homepages all requested with no discernable strategy to indicate why these features are required. Top tier web design companies should have a methodology for aligning website features with business requirements it certainly not a matter of more is better!
- Consider your target audience
Successful websites satisfy user requirements. A briefing document should outline a key summary of who your target audience is and what you believe they will gain from the web solution. If you have market research it is best to make a summary available. If you do not know much about your audience then your brief should request a detailed user requirements analysis this can sometimes involve focus groups and user testing.
- Use high level functionality as a guide
If your brief has provided due consideration to business and user requirements then requesting specific functionality ensures you receive consistent proposals and ensures key functionality is delivered and quoted for. Depending on the clarity of your requirements often the best outcomes are achieved when the brief request thought leadership from the pitching agencies. Remember that if you are working with a top tier agency a process should be undertaken to ensure that functionality is only included in the website if it will satisfy the websites business and user requirements. Wish lists containing every website feature from floating menus to horizontal scrolling and blinking text will not lead to better results!
- Include budget ranges and timeline requirements
The choice to not provide a budget is often driven by the fear of missing out on important features or functionality. Good communication is the key here; if you are fearful of missing out simply provide a rough guide as well as the caveat that if significant value can be gained from increasing the budget slightly then this will be considered on its merits.
Timelines are often based around PR or other external activities and need to be communicated early to allow the competing agencies to calculate the amount deliverables possible within a particular timeline.
- Include examples of websites or website elements
Examples of websites or website features that you can be very useful to the pitching digital agencies, a thorough review of similar or competing website is also a great process for idea generation. Provide examples to ensure your vision is communicated.
- Support your document with a meeting
Whenever possible try to meet face to face with your agency shortlist to ensure they understand the brief and are moving in the right direction, this give you a great opportunity to understand personalities and get a feel for the company culture.
Briefing documents are important but they don’t have to be a nightmare! Consider these key points when creating your website brief and to get your next website project off to a good start!
